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Saturday, 17 March 2012

Saturday Story Time – A Sad Confession

As a neophyte jewellery store clerk, I was approached by an East
Indian lady inquiring about buying a diamond nose-stud. This was an unusual request at that time, as
the whole body-piercing craze had yet to reach the mainstream. A senior salesperson came to my side and with
a glint in her eye said to me, “oh, she’s looking for a diamond for up her
nose.” It was meant to get me off my
game and to see if I could hold myself together. She thought it was quite hilarious. She repeated the phrase “up her nose” a
couple of times, and it had the desired effect.
I unsuccessfully tried to keep a straight face while attempting to
assist her.

I’m ashamed to say that our level of professionalism that day was
about nil. We were having a little bit
of fun, but it was at the expense of a potential client. We weren’t able to earn this lady’s business
and I imagine she probably never entered our store again. Looking back, I can imagine the indignity
that she must have felt. I can only
conclude that this salesperson I worked with believed this potential client to
be too dumb to notice, or she wasn’t worth giving our best effort.

I wish I could go back and get to know that lady, and turn her from a
prospect into a client. It’s hard enough
to get people to come into your store for the first time. When they do, don’t waste the opportunity I
did that day on a lark. The lifetime
value of a jewellery client can range from several thousand dollars to tens of
thousands. Their very first contact with
you, whether it’s for a watch battery, a silver bead, a diamond ring or a nose
stud; is HUGE in determining whether they want to make you their jeweller for
life.